Knowledge Base

Publisher Onboarding and Tag Implementation

Updated 6/18/18

Welcome to LiveIntent!

This guide will help your team get the most out of our LiveTag technology by detailing instructions for initial implementation, best practices for your newsletter’s template design, and troubleshooting help if you run into any issues.

Note: This document has been updated to reflect LiveTag Updates implemented on 6/18/2018


Publisher Onboarding Checklist

Complete the items below to get your LiveTags up and running.

  1. Make sure your contract is signed! Your LiveIntent Account Managers will send over the Publisher Questionnaire and request a CNAME alias from you.
  2. Request a subdomain dedicated to LiveIntent tags. Using that subdomain, we’ll provide you with an EdgeSuite host which you will then point as a CNAME in your DNS.
  3. Prepare your LiveTags Work with your Account Manager to go over your Questionnaire, which includes your ESP, templates and specs.
  4. Paste your LiveTags into your newsletter’s HTML template. 
  5. Activate your ad slots! Once LiveTags are implemented in your template, send a live send to

LiveTag Introduction

LiveTags are HTML code that you place in your email newsletter’s templates in order to enable ad serving and tracking.

They’re easy to implement and do not need to be modified with each send. However, if the parameters are not properly configured, our system won’t be able to perform as intended. Here’s what you need to know to get started!

LiveTag Breakdown

LiveTags are:

  • The only way to participate in people-based marketing in email
  • HTML
  • Easy to implement
  • Able to serve multiple sizes across different devices and email clients
  • A publisher’s ability to control their inventory
  • A more efficient way to monetize email inventory

LiveTags are NOT:

  • Javascript
  • iFrames that are disruptive to your templates or your content  

Where do you get them?

You can either get LiveTags from your Customer Success Team or download them yourself using the Create/Edit an Ad Slot article. 

Setting up your CNAME Record


What is it?

A Canonical Name or CNAME record is a type of Domain Name System (DNS) record that maps an alias name to a true canonical domain name. LiveIntent uses this alias as the tag domain.

What does a CNAME do for me?

• Improves the user experience as your links will appear to be coming from your domain

• Allows filters of email inboxes to see and recognize content that’s authentic to the publisher

Implementing your LiveTags

Please note that in order to go live you must place the SafeRTB Tag and at least one LiveTag into your newsletter’s template.

Step 1: Ensure variables for LiveTag parameters are correct
Step 2: Place Safe RTB Tag
Step 3: Place LiveTags in Newsletters
Step 4: Activate LiveTags

Step 1: Ensure variables for LiveTag Parameters are correct

LiveTag Parameters

In order for the LiveTag to work properly, the parameters highlighted below should be updated with variables according to your ESP. If your ESP is LiveCertified, then these variables should auto-populate. Please note that the Template Max Width parameter is independent of your ESP and should be entered on a template-by-template basis. 

Sample LiveTag




The list ID is used to identify the send to a specific list or a subset of a list. Note: This is an optional parameter. The value of this parameter will stay constant through all sends. 


A variable provided by the ESP that populates the email address of the email opener.


A variable provided by the ESP that populates a unique variable on each mailing or distribution send.


For this parameter, you will need to enter the max width of the template that this LiveTag will be appearing in. 


Updating LiveTag Parameters

The variables used to update the LiveTag parameters are simple text replacement fields used to personalize email content and coding with user specific information. They can be called different things by different ESPs, like macro, merge tags or tags. For this purpose, we will refer to them as “variables”.

Where to update parameters

The chart below explains which parameters you must replace if your ESP is not LiveCertified.

Within Publisher Settings, the “email tag replacement” and “placement tag replacement” fields should be updated for all of your LiveTags. Please note that all emails should be lowercase.

Step 2: Place SafeRTB Tag

What is SafeRTB?

The SafeRTB Tag is comprised of 20 image tags. These pixels are responsible for executing multiple functions, allowing you to easily integrate with data and DSP partners and participate in comScore measurements and user matching.

Where do I place it?

Place SafeRTB at the bottom of the newsletter’s template.

NOTE: The SafeRTB tag only needs to be implemented once per template. The SafeRTB tag does not need to be re-implemented if more ad slots are added to the template. 

NOTE: However, if changes are made to the CNAME, ESP, or macros, all LiveTags and the SafeRTB tag need to be re-pulled and re-implemented. This ensures that there are consistent values amongst all tags included in the newsletter.

What does it look like?


Step 3: Place LiveTags 


Update For LiveTags Created after 5/9/2018: LiveTags created after 5/9/18 will not serve 300x250 and 160x600 ad sizes in Outlook 2000-2016 (Version 9.0-16.0) email clients on PC. For any questions or concerns, please reach out to your account team.  

What is it?

An ad slot that is configurable to serve all standard and most custom sizes, including standard IAB sizes and Marquee Sizes (970x250, 970x550). If there is no demand for an impression, LiveTags will collapse to a 'Max-Width x 1'. 

Where do I place it?

Place the tag where you want the ad to appear within the newsletter’s template according to your design. 

What does the tag look like?

In the below example, there is a width-constrained table to hold the header and ad slot. 


Step 4: Activate your tags!

Send a live send directly to

Once the test email is sent, LiveIntent will run a script on each test email.
If the tags were implemented correctly, the ad slots will activate and you will receive an email.

If they were not, your Account Manager will be alerted and will work with you to quickly solve the problem.

NOTE: All sends to should be a direct send from your ESP, not a forward, as this will cause issues with activation. Please DO NOT add to your subscriber list. 

Add to the subscriber list for your newsletter

We will automatically verify the implementation and integrity of your LiveTags for any email received by Your Account Manager will then reach out to you to correct any issues.


Tip! How to create new revenue opportunities 

LiveIntent’s Content Recommendation Widget is a new ad unit for your email newsletters, creating an entirely incremental revenue opportunity that leverages people-based targeting and optimization to ensure you’re delivering relevant experiences to each and every subscriber, regardless of device they open on.

The content recommendation ad slot provides relevant content based on the user (people-based targeting). While this isn't required for set-up, it is a great way to increase revenue opportunities in your own email. Reach out to your account manager for more details. 


The unit is mobile and responsive, and changes from a 4x1 to either a 1x4 (preferred) or 2x2 depending on the environment and screen. 


Where do I place the content recommendation widget?

We recommend placing the content recommendation ad slot higher up in your email template, and surrounded by quality editorial content.

What does the tag look like?



LiveTag Troubleshooting
You can always reach out to your Account Manager with any issues!

Wrapped URLs

This is sometimes referred to as link wrapping or a redirect URL. Links in templates get wrapped by your ESP.

This means that a link that originally looked like this:

Might end up looking like this when sent:

This generates your click and open stats at your ESP. What’s important to remember is
that LiveIntent image URLs should NOT be wrapped. They’re not click URLs — they’re used to display images in email.

LiveIntent click URLs can be wrapped, but please ensure your ESP does not append any extra characters and uses URL encoding to maintain the structure of the LiveTag click URL.

Changing ESPs

Remember to update your variables! Each ESP’s variables are unique, so if they’re not updated, the tags cannot work properly and cause a loss of revenue and optimization.


Website Implementation

LiveConnect: Increase the Number of Your Newsletter Subscribers that DSP's can Target, Enabling Future Programmatic, People-Based, and Mobile Marketing Opportunities.

How to Setup LiveConnect for Your Website

Below you will find the quick and easy step-by-step instructions for setting up LiveConnect for your website. If you have any questions, please contact your Account Manager or refer to our full LiveConnect article


  • Step 1: Please contact your LiveIntent Account Manager. They will provide you with a custom LiveConnect tag.
  • Example LiveConnect tag:

    <!-- LiveConnect tag for publishers --><script type="text/javascript" src="//" async="true" charset="utf-8"></script><!-- LiveConnect tag for publishers -->

  • Step 2: Please place your LiveConnect tag on all of your website pages.
  • NOTE: If you have multiple website properties please notify your Account Manager.  A custom LiveConnect tag is require for each website.
  • Step 3: Please notify your LiveIntent Account Manager to confirm your implementation is operating properly.

Email Service Provider (ESP) Configuration


  • Step 1: Similar to the process for appending your links with a UTM parameter (ex. Google Analytics), you are going to add an additional UTM parameter within your email platform.  Note: This varies by ESP.
  • Step 2: Name your new UTM parameter 'LiveConnect'
  • Step 3: You will need to enter unique values for both the email subscriber and campaign.  Note: your email platform will have variables or macros to assist with this.
  • Step 4: These values will be concatenated and will be used in your new 'LiveConnect' UTM parameter (ex. &LiveConnect=[subscriberkey][campaignid]
  • Step 5: Once you have completed these steps, please send a test email to for validation.

For instructions on how to setup LiveConnect for your ESP, please click here.

Key-Value Pairs

Key-values* let you define your own targeting criteria based on first-party data specific to your subscribers or newsletters. (*Direct Sold Only)

Similar to display advertising, you can use key-value pairs to dynamically pass custom information to your LiveTags that can then be used for targeting.

For example: Registration information collected from your users or their most recent search topic on your site

How to set up

  1. Go to a Publisher page and select 'Edit' underneath the Publisher's name. 

  2. Select the number of key-value pairs you want to include in your LiveTag Key-Values

  3. Enter each key-value pair on a separate line using the format key=value, where you can replace key and value with variables supported by your ESP. There are certain default parameters that LiveIntent will include in order to perform basic business functionality. 

  4. Re-download your tags and update the tags in your email templates’ HTML

  5. Now you’re ready to set up ad campaigns targeting your key-values.

Please keep in mind

  • Up to 20 key-value pairs are supported for each LiveTag

  • Key names must be unique across the LiveTag

  • Only one value can be passed for each key in the LiveTag

  • Key and value names can only include letters, numbers, hyphens, and underscores, are treated as strings, can’t contain spaces, and are not case sensitive

  • Brackets and braces are allowed in keys and values. Dots are allowed in values.

  • Each key name can be up to 20 characters and must start with a letter

  • Each value can have up to 40 characters

















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